This use of the cookie image in this ad for Weight Watchers is a clever idea. It’s kind of mean, though, because it will send people with eating problems running to the cupboard for cookies. And people with eating problems are the target audience of this ad.
It’s almost like they’re taunting the reader: “You want to eat cookies, don’t you? Go ahead and eat some right now, we’ll wait. Back now, are you? How did that taste, fatty? Don’t you feel bad? Why don’t you call us.”
By Marc Librescu